How to Create Content That Converts Leads, with Andy Crestodina.

Episode 64:

Andy Crestodina is a co-founder and the Strategic Director of Orbit Media, an award-winning 38-person web design company in Chicago.

Over the past 15 years, Andy has provided web strategy and advice to more than a thousand businesses. As a top-rated speaker at national conferences and as a writer for many of the biggest blogs, Andy has dedicated himself to the teaching of marketing.

Andy has written hundreds of articles, many of which have been published on the top marketing blogs and media websites. Favorite topics include content strategy, search engine optimization, social media and Analytics.

Andy was named to Forbes Top 10 Online Marketing Experts to Watch in 2015 and Entrepreneur Magazine Top 50 Marketing Influencer in 2016, and is a mentor at 1871, the #1 incubator in the US.

He is also the author of “Content Chemistry: The Illustrated Handbook for Content Marketing.”

What you’ll learn about in this episode:

Why Andy started his web design company and how it’s evolved since then

Doing important tasks before urgent tasks

Why you need to write your content marketing mission statement

Why delegating is so crucial (and why Andy hired a boss for himself)

Why you don’t need to publish every week

Why you should publish answers to questions you get frequently instead of constantly writing emails with similar content

Measuring the performance of content

How to construct your content so that it will perform

“Content Chemistry”: Andy’s book about how to repurpose content

Building your website with what people are searching for in mind

Winning the SEO battle and turning visitors into leads

Steps agencies can take right now to improve their content to convert more leads

For almost 30 years, Drew McLellan has been in the advertising industry. He started his career at Y&R, worked in boutique-sized agencies and then started his own (which he still owns and run) agency in 1995. Additionally, Drew owns and leads Agency Management Institute, which advises hundred of small to mid-sized agencies on how to grow their agency and its profitability through agency owner peer groups, consulting, coaching, workshops and more.